Nostalgia for the 1990s is becoming increasingly prominent, as evidenced by the recent reunion tour of Oasis. This trend is also reflected in the marketing strategies of various British brands that are revitalizing their images with new flavors, packaging, and names. Companies like Walkers, Nik Naks, and Bacardi Breezer are among those making changes to remain competitive in the food and drink market.
Walkers has unveiled its first new permanent flavors in two decades: Masala Chicken and Sticky Teriyaki. Similarly, Nik Naks has introduced Tangy ‘N’ Cheesy, its first new flavor in 40 years. Cadbury is refreshing its Bournville range with a salted caramel variant, while Bacardi Breezer is set to rebrand this summer.
Market analysts suggest that such initiatives aim to attract both younger consumers and millennials who grew up with these products. Branding expert Lucy Sambrock noted that millennials, now with disposable income and families, are drawn to nostalgic brands. Gen Z, although not having experienced the original products, also shows interest in retro branding and limited editions for social media.
Seyi Oduwole, a lead analyst at the Future Laboratory, highlighted a growing trend for “swicy” flavors—sweet and spicy—and globally inspired twists. Food companies are increasingly positioning these innovative flavors as “premium little treats,” aimed at creating playful and enjoyable consumer experiences.
However, reinvention poses risks. Sambrock referenced previous failures, such as Heinz’s attempt to rename Salad Cream and Coca-Cola’s reformulation in the 1980s, which were met with backlash. Oduwole added that novel flavors need emotional resonance and context to be successful.
While nostalgia plays a role in attracting consumers, experts agree that maintaining freshness and relevance in product offerings is crucial for ongoing success. The current cultural revival of the 1990s across various sectors offers a backdrop for these brand reinventions.
Source: https://www.theguardian.com/business/2025/aug/25/food-brands-90s-nostalgia-walkers-nik-naks-bacardi